WhatsApp’s announcement that it is to enter into a new data sharing deal with parent company Facebook has already sparked huge debate in the data and marketing industries, not to mention among consumers. Not least because the data sharing agreement will also allow brands to buy and utilise user data to target ad-based messages on the platform for the first time.
A risky move, considering that when Snapchat threatened to revoke one of its key features late last year, meaning messages could now be saved instead of instantly deleted, it received strong backlash from users on a global scale.
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Source: The Drum
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